Providing unrivalled evidence of the integral role design plays in transforming businesses, improving societies and enhancing people’s lives, the DBA Design Effectiveness Awards has been celebrating and championing effective design since 1989.
We’re delighted to announce that our work for McCain Street Fries has picked up a silver award in this year’s ceremony!
Appealing to a younger audience by an additional 23%, Street Fries’ pack design helped McCain successfully shift overall brand image.
King of the frozen aisle, McCain needed to keep innovating to grow the bottom line. Launching a new main-meal product (a ready-to-heat kit of fries, meat sauce and toppings), the aim was to change perception of McCain’s being a traditional side dish and appeal to a younger audience in France.
From the name, to the photography, typography and paper cartons, the design solution transports consumers to bustling street food markets and creates a personality away from the McCain Masterbrand.